30+
Years of Experience
Sales Enablement. Close More. Grow More.
Transform your stalled sales pipeline into a predictable revenue engine with our Sales Process Optimization methodology
The Challenge Facing Manufacturing Leaders
Your sales and marketing teams are working harder than ever, but new customer acquisition remains frustratingly elusive. Sound familiar?
“We have leads, but no one follows up” Marketing generates leads, but they stall in your CRM. Your sales team can’t convert them into meaningful opportunities.
“Our pipeline is too thin” Sales reps spend most of their time with existing customers. There’s no time—or system—for prospecting new accounts.
“Our CRM isn’t working” Low adoption rates, inconsistent data entry, and no clear process from lead to close. Your technology investment isn’t paying off.
“We can’t track ROI” You’re investing in marketing automation and sales tools, but you can’t connect marketing activity to actual revenue.
Our Sales Process Optimization Solution
We fix the bottleneck between marketing and sales execution by aligning three critical elements:
People: Transform your sales “farmers” into effective “hunters” with skills assessment, training, and coaching tailored for complex B2B sales.
Process: Create documented, repeatable sales playbooks with clear stage gates, KPIs, and handoff procedures that everyone follows.
Technology: Optimize your CRM and integrate your tech stack (HubSpot, Salesforce, ZoomInfo) to drive adoption and accurate ROI reporting.
What You Get With SPO
Middle-of-Funnel Activation: We find buyers already evaluating solutions instead of chasing cold prospects at the top of the funnel.
CRM Transformation: Turn your CRM into a productivity tool with consistent adoption, automated workflows, and actionable dashboards.
Ready-to-Use Campaigns: Persona-based cadences and technical messaging designed for long-cycle, engineering-focused sales.
Technology Integration: Connect marketing activity to sales outcomes with unified reporting across your entire tech stack.
Faster Conversions: Shorten sales cycles by focusing on qualified, in-market buyers with budget and mandate.
Scalable Growth: Build a repeatable system that grows with your business and reduces dependence on individual performance.
Proven Results for Manufacturing Companies
Unlike consultants who offer “magic bullets” or partial solutions, GGC’s SPO methodology addresses the complete people-process-technology dynamic required for sustainable growth.
20-40%
Increase in Close Rates
$20-50M
Sweet Spot Revenue Range
“We put meetings, not just leads, into your pipeline.”
Ready to Transform Your Sales Results?
Stop wasting marketing spend on leads that go nowhere. Let’s build a system that actually closes deals.
Start with our complimentary Sales Process Optimization Assessment to identify exactly where your sales process is breaking down. No cost. No obligation. Just actionable insights for your sales enablement and marketing alignment.
Frequently Asked Questions
What is sales enablement in B2B manufacturing?
Sales enablement in B2B manufacturing is the strategic process of equipping your sales team with the content, tools, and processes they need to engage buyers effectively throughout complex sales cycles. Sales enablement is more than lead generation—it includes creating industry-specific case studies, technical documentation and competitive positioning guides. Further, it integrates these resources directly into your CRM so salespeople can access the right material at the right stage of the deal.
Goldstein Group Communications specializes in building integrated sales enablement programs that connect marketing content directly to your sales process.
What is the difference between sales enablement and sales process optimization?
The difference between sales enablement and sales process optimization boils down to a different focus. Sales enablement focuses on what you give your sales team (content, training, tools), while sales process optimization focuses on how they work (documented stages, lead routing, qualification frameworks). Think of sales enablement as arming your team with better weapons while process optimization teaches them the battle plan.
Both are essential—you need documented processes that everyone follows and the materials that help move prospects through those stages. GGC helps B2B companies optimize both the process and the enablement tools simultaneously for maximum impact.
How is sales enablement different from sales operations and sales training?
Sales enablement differs from sales operations and sales training in regard to the fact that they work in concert to achieve a similar goal but act as different spokes of the wheel.
- Sales enablement provides the content and tools reps use in customer conversations—case studies, objection-handling scripts, ROI calculators.
- Sales operations manages the infrastructure—CRM configuration, data hygiene, pipeline reporting, territory assignments.
- Sales training develops skills and knowledge—product training, negotiation techniques, discovery questioning.
Modern B2B companies need all three working together, not operating in silos. Goldstein Group Communications bridges the gap between these functions by creating enablement content that integrates seamlessly with your sales operations and training initiatives.
What does a modern sales enablement program include (people, process, and technology)?
A comprehensive sales enablement program addresses three critical components, the people, process and technology, that must work together to drive revenue growth.
- People: Alignment between marketing and sales on who creates what content, plus clarity on whether each salesperson is a “hunter” (prospecting for new business) or “farmer” (growing existing accounts)—and staffing roles accordingly.
- Process: Documented sales stages with specific content mapped to each stage, clear definitions of what makes a lead sales-qualified, and frameworks for discovery and objection handling built into daily workflows.
- Technology: A CRM that supports (not fights) your process, with marketing automation that tracks which content actually closes deals, plus integration between marketing and sales systems so both teams work from the same data.
GGC’s marketing approach helps B2B manufacturers build all three pillars without the overhead of hiring a full in-house team.
How can sales enablement turn “farmer” reps into effective “hunters”?
If you’re asking yourself how sales enablement can turn “farmer” reps into effective “hunters,” the answer is…don’t try. Farmers and hunters possess personalities that are hard wired to act in a certain way. Attempting to rewire someone’s personality is impractical and frustrating for everyone. What you can do is use effective sales enablement to help identify farmers versus hunters (using personality assessments if needed) and assign roles accordingly.
Give hunters the prospecting tools and new-business content they need. Give farmers the account expansion playbooks and relationship-nurturing resources they excel at using. The goal of sales enablement isn’t to change people, but to position them in positions that leverage natural strengths to drive desired results. Goldstein Group Communications helps you audit your sales team structure and develop role-specific enablement strategies that maximize each person’s natural abilities.
What role do tools like ZoomInfo play in sales enablement campaigns?
Tools like ZoomInfo play a significant role in sales enablement campaigns. ZoomInfo supports sales enablement by providing the who and where. The accurate contact data, intent signals, and account intelligence supplied by ZoomInfo helps hunters identify and reach the right prospects.
However, data tools only work when integrated into a documented process and paired with proper enablement content. ZoomInfo might tell you who to call, but your enablement program provides the case study, competitive positioning and discovery framework that turns that call into a qualified opportunity. Goldstein Group Communications helps B2B companies integrate prospecting tools with content strategies that turn data into actual conversations and closed deals.
What is the first step to launching a sales enablement program?
The first step towards launching a sales enablement program begins with documenting your actual sales process. And this means the actual sales process; not the process you wish you had, but the one that currently works for your best performers. Map out each stage from first contact to closed-won, then identify where prospects typically get stuck or drop off.
Bring sales and marketing leaders together to agree on what makes a lead “sales-qualified” versus “marketing-qualified.” Only after you understand your real process can you build the content, tools, and training that support it. Without this foundation, organizations tend to create more supporting sales materials that nobody will use. Goldstein Group Communications starts every engagement by mapping your current sales process and identifying the specific gaps where enablement content will have the greatest impact on revenue.
